Agency
iPhone
Primer
A D i v i s i o n o f S I E R R A B R AV O C O R P O R AT I O N

Questions?
Send questions to iphone@nerdery.com

We partner with advertisers, marketers and
other people with big plans to build award-
winning interactive projects.

Jon Rexeisen
Programmer, iPhone Alpha Nerd

History
First iPhone launched 2007
3G iPhone launched 2008
Apple App Store launched 2008
1,000,000,000th App downloaded
4/23/09

iPhone Market
Smartphone Market
Mobile Market 8% Mobile HTML Requests
1%
35%
92%
65%
99%
iPhone Other

Other Players &
Competitors

iPhone Platform
37 Million Multitouch Devices
21 Million iPhones
16 Million iPod Touches
7 Million Devices sold in Q1 2009

iPhone
Demographics
42% > $78,000 Income
15% > $165,000 Income
44% Have Children
52% Male / 48% Female
45% 18-34
91% Involved in Household
Purchasing

iPhone App
Preferences
39% say weather is among most
used apps
25% say facebook is among most
used
60% say they discover apps on their
own versus recommendations
75% of all app purchases are <

Applications on
the iPhone
Native Applications and Web Applications

Native v. Web Apps
Native
Web Applications
Applications
Accelerometer NO YES
GPS (iPhone) YES YES
Camera (iPhone) NO YES
Multitouch PARTIAL YES

Native v. Web Apps
Web Applications Native Applications
Greater access to iPhone
Cheaper to develop
features
Doesn’t require Apple
Icon on home screen
approval process

Web Applications

CSS Animation

Web Applications

Web Applications

Web Applications

Design / Wireframes
http://www.teehanlax.com/
blog/?p=447
http://320480.com/
http://
www.graffletopia.com
Interface Builder

iPhone Human Interface
Guidelines
Simple User Interface (80% rule)
Provide Fingertip-sized targets
Display launch that closely
resembles first screen of application
UI Elements should not be
overridden
Descriptive Buttons should be used

Developer Program
$99 for individual
$99 for company
$299 for enterprise
Can take up to 5 weeks to be
approved
Meant for developers

Application Submission
Rules
Don’t add obscenities,
pornography, etc
Follow Apple Human Interface
Guidelines
Don’t collect data without user’s
consent
Don’t write malicious software

Submission Information
Application Name & Description
Targeted Device
Primary and Secondary Category
Business &
Games Music Productivity Sports
Professional
Healthcare
Education Navigation Reference Travel
& Fitness
Entertainme
Lifestyle News Shopping Utilities
nt
Photograph Social
Finance Medical Weather
y Networking
Support Website & Email Address

New in iPhone OS
3.0
All Apps being reviewed in iPhone
3.0
Push Notifications
Internal Maps
Internal Mail
Streaming Video

Questions?